CHANGING HOW HOSPITALITY DOES SOCIAL
Contact Us

SOMETIMES, YOU JUST NEED TO CREATE A LITTLE BUZZ

The effects of influencer marketing on prestigious properties are real. The definition of an influencer program refers to the partnership between a brand and a social media personality to promote a product or experience. Is an influencer strategy right for your high-end resort? There are many opinions on this, with some experts believing the hype and others belittling it. But it’s hard to argue with the stats. The influencer industry in 2023 is a $21 Billion dollar juggernaut with 61% of consumers saying they trust influencer recommendations.  From working with this media channel for years, specifically in hotel social media, we have identified the use cases where even the most reluctant properties can see the benefits.

1. MAKE YOUR NEW HOTEL LAUNCH A BOOM

A new hotel launch, a renovation, or a re-brand are all opportunities to build anticipation and buzz for a hotel. This kind of activation works best with several influencers or content creators. Think somewhere between 6-8 who can reach various audiences that match your goals. Having a handful of influencers is beneficial because it amplifies your key message and can create virality for both social users and media outlets. A new hotel wants to be the talk of the town, and working with influencers for a soft launch will help generate positive press and the desire for travelers to book and show off.

2. PLAYING UP A PRESTIGIOUS AWARD

Having a little moment in the limelight? Put that into the spotlight. Suppose your hotel has won a Travel & Leisure award, Condenast Traveler award, the World’s 50 Best, or other prestigious media publications. In that case, it can bring a new surge of interest and consideration. Winning a highly regarded award builds an immediate level of trust & credibility among consumers, thus enticing them to move your hotel to the top of the list for that destination. Working with a few influencers can be a surefire way to drive business. Even better, work with influencers on an all-expenses giveaway to celebrate your award and reward your audience. We’ve collected insights on setting up a program strategy. https://bcvsocialprod.wpenginepowered.com/blog/how-to-build-your-hotel-s-luxury-influencer-strategy

3. TARGETING A UNIQUE TARGET AUDIENCE FOR THE FIRST TIME

There are so many types of travelers, and reasons to travel it can be hard to get a personalized message out to all of them. With influencers, you can hit your niche and show them what you offer. For example, being a pet-friendly hotel is never the main message of a hotel, but working with a pet influencer may be the perfect way to ensure that service and amenities reach the people who matter. Another consideration is the level of influencer to use. The mega influencer with over 1 million followers might not be the best star for the job. Instead, a nano influencer with 10K followers whose content is hyper-targeted on a topic, such as pets, could be a great fit.

4. BOOST INTEREST IN YOUR DESTINATION

If you’re starting to see a dip in tourism, a great strategy is working with influencers who can simultaneously promote the destination and your hotel. An influencer can highlight the most desirable things to do in the city or even closest to your hotel. They can offer itineraries and provide social proof to their loyal audience that your destination is the place to be. An alternative strategy would be to work with the tourism bureau on activation or even with a sister property where the influencer could show an ideal road trip.

5. NEW PRODUCT? NEW PROMOTION

If you sell merchandise such as the Four Seasons or Westin brands who sell bedding, an influencer collaboration could be just the thing your brand needs to boost sales. The timeliness of this around the holidays could also be an extra punch, with so many influencers doing gift round-ups.

For those who do not sell merch, a gift card or loyalty membership could be great plugs. If this is your route, a longer partnership could be more beneficial. Think more of an ambassador program where an influencer consistently talks about the perks and promotions that come with your loyalty program. The frequency of their messages about your hotels speaks volumes and is a very convincing tactic when it comes to moving someone from inspiration to action.

6. FEED ON THE NEWS OF A NEW CHEF OR MENU

Don’t forget your restaurant. If you have a well-known chef or a unique menu, influencer collaborations are perfect for driving foot traffic among locals. In this situation, we’d recommend hosting an influencer dinner party. Imagine an exclusive chef tasting in which you invite 10-15 local influencers with a plus one. They mingle with those in their network, share an experience, and generate content. Bonus if they use a plus 1 on another influencer.

RING LIGHT, IPHONE, ACTION!

Are you ready to jump into the influencer game? If any (or all) of the above situations apply, it’s time to start getting things together. Download this handy influencer collaboration checklist for a quick guide to what you’ll want to have in place and how to proceed. But don’t overthink it! Part of the power of the influencer movement is truly being in the moment. And if you need a few moments to discuss how that works, please reach out to your friends here at BCV.

Learn about the necessary planning to move forward with any influencer activation.

88% OF CONSUMERS SAY BRAND AUTHENTICITY IS KEY WHEN CHOOSING BRANDS

And 46% would pay more for a brand they trust. For many consumers, brand authenticity takes into account: genuine concern for their customers; an appreciation for their employees; clear and public sustainability goals; a deep, unfettered connection with the local community.

The internet heard this cry for authenticity.

BeReal is a terrific example of shifting social media paradigms, wherein users are on a quest for authenticity in our over-edited and curated digital world. With monthly users increasing by 300% in 2022, BeReal is proving to be a huge success.

And while we aren’t ready to take the BeReal plunge and recommend that our clients use the platform, we do look to their numbers as evidence of the huge upside to authenticity. Beyond that, there are tremendous opportunities for target audience insights and creative trends to be gleaned from checking in on BeReal.

HOW TO BUILD BRAND AUTHENTICITY ON SOCIAL

Some of the most powerful social campaigns are based on the principle of authenticity, something that many users feel is lacking in today’s over-edited and curated digital world. Here are several ways that a brand can be authentic..

1. BE RELATABLE

Publish content that resonates with your core audiences. Content that appeals to everyone appeals to no one.

2. JOIN THE CONVERSATION

The comments sections are where relationships are built. Make fans feel seen by responding in your comment section.

3. COLLECT AND POST UGC

6/10 consumers agreed that UGC was the most authentic form of content on social. Posting UGC provides social proof and authentic experience representation to other potential customers.

4. COLLAB  WITH AUTHENTIC PARTNERS

Some influencers/creators are seen as more “authentic” than others; Partner with nano or micro-influencers with dedicated audiences or other accounts that make sense for reaching your core audience.

HOW BEREAL WORKS: THE BIGGEST HOOK IS THE 2-MINUTE POST WINDOW

On BeReal, users are encouraged to share unfiltered and unedited photos, with an asterisk indicating if the photo was taken within the two-minute time limit.

Here’s how it works:

  1. BeReal sends users a notification at a random time of day, prompting them to post within two minutes using both front and back cameras to capture their face and environment.

  2. Users who forget or opt out of posting that day cannot view their friends’ posts, incentivizing daily posting.

  3. By publishing relatable content, joining conversations, and collecting and posting user-generated content, luxury hotels can build brand authenticity on social media.

OUR RECOMMENDATION: INSPIRATION, NOT EXECUTION

Overall, BeReal offers a fresh approach to social media that emphasizes authenticity and real-life moments. For luxury hotels looking to showcase their brand, BeReal seems to provide a unique opportunity to connect with their audience and build a loyal following. However, at this point, there are too many limitations on the BeReal platform. It is best used for inspiration and trend-tracking. Luxury hotels can create relatable content, join conversations, and showcase user-generated content by utilizing the platform’s features and principles. Additionally, by playing around with dual cameras and other BeReal novelties on other platforms, luxury hotels can tap into BeReal’s culture and build brand authenticity in new and exciting ways.

Latest Tips and Tricks for the Hotel Social Media Savvy

If you’re into optimizing your hotel’s social media strategy, you know there are always one or two things you wish the social media networks would do. We found a couple of handy new features you might not be aware of that help build engagement.

Check out the overview here, and if you want to dive into the pro section, follow this link to our insights section.

As always, if you want to discuss these features or other items on your luxury travel marketing wishlist, experts are just a click away.

What if I Could Get People to Add Their Content to Our Content?

Cool New Feature 1: INSTAGRAM ADD YOURS STICKER

Add Yours stickers are a new form of engagement for Instagram Stories. While previously interactive opportunities on Stories circled back to the original user, this addition starts a chain reaction in which anyone can participate and share their unique content. Rather than simply answering a poll or asking questions, users are prompted to whip out their own cameras or sort through their photos to find and post.

Add Yours are easily integrated, especially when tested on temporary Stories posts to understand how it fits best with your brand. Read more about Add Yours here.

What if I Could Get More Out of Content Creators?

Cool New Feature 2: POST COLLABS

Collab posts are a new feature that allows users to co-post both regular feed posts and Reels. The advantage to this – rather than having the Content Creator post it alone – is that the engagement will count towards the brand’s profile page as well. For example, if a brand with a small Instagram following co-posts with a Micro-Influencer with 100k followers, the brand will see unseen engagement on that particular post.

These posts will show up identically on both profiles and will share engagement, likes, and shares. This way of posting expands the users’ reach and visibility, as the two accounts “share” a following in this moment. In addition, Collab posts can add a level of validity to brands that partner with Content Creators, as it displays a higher level of investment by the Creator than if they had simply tagged the brand in a post. Learn how to post a Collab in our Insights section.

Travel brands have the opportunity to maximize these two features to build community on their social platforms and engage new audiences. So what are you waiting for? Learn more in Insights.

Using Add Yours + Collab Posts to Boost Engagement

When it comes to deciding which social media channels to really master, the learning curve of new features has to be part of the decision. The right match of your content to the channels where your audience lives is critical. Fortunately, Instagram has some content creators’ features that work nicely for hotel social media posting. The Add Yours sticker and Collab posts offer ways to boost engagement and build community within the platform and are relatively simple to integrate within a content strategy. Here’s a closer look into each:

Instagram Add Yours Sticker

What is it?

Add Yours is a way for users to jump onto trends and share their own photos and experiences; the best Add Yours are relatable, curiosity-peaking, and spark inspiration. The feature allows users to start a content thread surrounding a common prompt (the sticker). The original user can add the sticker and type a caption that requests their viewers to share their own photo response with the sticker attached, which then starts the cycle over again on the new user’s Story.

Add Yours is a way for users to jump onto trends and share their own photos and experiences; the best Add Yours are relatable, curiosity-peaking, and spark inspiration. The feature allows users to start a content thread surrounding a common prompt (the sticker). The original user can add the sticker and type a caption that requests their viewers to share their own photo response with the sticker attached, which then starts the cycle over again on the new user’s Story.

All users, even those who did not participate, can simply see who participated in the Add Yours chain by clicking on the sticker. Brands who initiate an Add Yours chain can therefore see each user who participated. Likewise, other users may tap through who participated and notice which brands shared a photo in the trend. Users can also view all photos added to the chain, creating seamless brand awareness opportunities through user-generated content.

For example, a travel brand may add an Add Yours sticker to a photo and ask, “share your favorite vacation memory.” Once posted, users can click the sticker on the post and add a photo of their choice before posting it on their own story with the sticker attached, automatically prompting their followers to do the same. The brand may then go in, click on the sticker, and view the submissions of each user who participated in the Add Yours.

What can the Add Yours sticker mean for engagement?

Add Yours stickers are a new form of engagement for Instagram Stories. While previously interactive opportunities on Stories circled back to the original user, this addition starts a chain-reaction in which anyone can participate and share their unique content. Rather than simply answering a poll or asking questions, users are prompted to whip out their own cameras or sort through their photos to find and post.

How can my property integrate Add Yours stickers?

Add Yours are easily integrated, especially when tested on temporary Stories posts to understand how it fits best with your brand. Here are a few options to get started:

  • Participating in Existing Add Yours – Posting under Add Yours that are already circulating can be a simple way for brands to integrate this feature, as well as jumping on a trend that has already caught significant momentum.
    undefined

  • Creating Original Add Yours – Brands can also start their own Add Yours chains by crafting their own prompts and posting it to their Stories. This can be taken in many different creative directions, and brands may choose to add these posts to their highlights for ephemeral use.

  • Ask users to share their favorite memory with your brand – This prompt creates many opportunities to find UGC and content to re-share on the owned brand account.

  • Prompt users to share their “favorite resort attire” – This is a specific example, but choose a prompt that makes sense for your property and individual assets. The goal here is to have users digging through their photos for the perfect picture.

How to create an Add Yours sticker

Creating an Add Yours sticker thread from the beginning is simple. Follow the steps below to get started:

  1. Select an image to share via Stories, then click the sticker options

  2. Select the Add Yours sticker, and type in your desired prompt

  3. Post your final version in the same manner as your other Stories

Instagram Post Collabs

What are post collabs?

Instagram designed Collab posts to boost community with the goal to streamline collaborations between two users. Collab posts are a new feature that allows users to co-post both regular feed posts and Reels. These posts will show up identically on both profiles and will share engagement, likes, and shares. This way of posting expands the users’ reach and visibility, as the two accounts “share” a following in this moment. In addition, Collab posts can add a level of validity to brands that partner with Content Creators, as it displays a higher level of investment by the Creator, then if they had simply tagged the brand in a post.

Here is an example of how the Collab would appear as a post vs a Reel:

What do Collab posts mean for engagement?

The advantage to this – rather than having the Content Creator post it alone – is that the engagement will count towards the brand’s profile page as well. For example, if a brand with a small Instagram following co-posts with a Micro Influencer with 100k followers, the brand will see unseen engagement on that particular post.

How can my property integrate Collab posts?

Your brand can expand audience reach by Collabing with…

  • Influencers – Creating a Collab post with a Content Creator has the potential to introduce your brand too large, new audiences who look to the Creator for purchase inspiration. Anywhere from nano influencers to celebrities can work with this feature, depending on your goal.

  • Industry Leaders – Partnering with leaders in your brand’s niche travel industry can place your brand in front of the correct audience for your goals.

How to post a Collab

Posting a Collab is as simple as tagging someone in a post, and the process is nearly identical. To collaborate with another account, simply draft the post as normal and then tap “Tag People” under the post description. Then select “Invite Collaborator,” where you will be prompted to search for the account you wish to co-post with. After this, proceed to post the post as usual, and the other account will be asked if they would like to accept the Collab post. They can accept/decline at their leisure, although the post will proceed to be live on your account even before they choose.

POV

These new additions by Instagram are an effort by the platform to be a source of inspiration and trend-building, and to deflect from the current trend leader – TikTok. Add Yours stickers and Collab posts are already providing brands with new opportunities to be exposed to new audiences. BCV sees both of these features as great sources of visibility for brands on the app with engagement opportunities alike. To integrate Add Yours stickers, begin by participating in an existing thread to test your audience sentiment and engagement rates. For Collab posts, consider testing with a Content Creator to spark engagement from their existing audience. Travel brands have the opportunity to maximize these two features to build community on their social platforms and engage new audiences.

BCV recently took questions from the hospitality world. Here are the responses from our category experts on Strategy, Paid Media and Creative.

Brooke Jarchow, Brand Strategist

How often would you recommend posting?

First of all, it is about frequency as well as consistency. Our strategy relies on consistent regular posting to create community reliance and dependence on our specific brand. Fans and followers need to understand that fresh content will appear at regular times, in the same pattern, and that it will ultimately help to build a connection with our brand.

Additionally, we emphasize that the right mix of promotional content needs to be maintained. You’re not a Spam account, so never act like it. Our goal is to ensure that content provides our fans and followers with maximum value and is positioned as a two-way communication stream.

Is it important to get certified on the big three platforms, and how do you accomplish that?

Obtaining official verification on the major social media platforms, such as Instagram, will enable businesses and brands to have an additional level of trust. This increased trust will help the communities associated with those platforms easily identify people, businesses, and friends with whom they discover and interact.

How much of a role should influencer marketing play in the overall strategy?

Influencer marketing should be leveraged to drive upper-funnel marketing and awareness. Brands can tap into new audiences and increase exposure through this marketing tactic to expose their brand to larger audiences. Influencer marketing is also one of the best ways to generate a more well-rounded asset library, as long as the creator’s aesthetic remains aligned with the brand’s aesthetic.

Has BCV been working in the DEI space?

Diversity, Equity & Inclusion (DEI) encompasses the symbiotic relationship, philosophy and culture of acknowledging, embracing, supporting, and accepting those of all racial, sexual, gender, religious and socioeconomic backgrounds, among other differentiators. Since social audiences continue to seek inclusion and support for diverse communities from their chosen brands, it’s more important than ever that brands begin to step into the conversation surrounding cultural topics.

David Pico, Director of Paid Media

If you could only budget for a single platform, which one would you choose?

Instagram and Facebook are the backbone for any social platform mix because they will help maximize your reach and engagement. All supplemental platforms such as YouTube, Pinterest, LinkedIn, Snapchat, and TikTok should be incorporated into your strategy according to your specific marketing goals.

What should we know about paid media?

First, there is no magic formula for monthly budgets for social media ads. This decision depends on your objectives, the platforms to be evaluated, the historical activity in all digital channels, and the competitive landscape. We can recommend different thresholds based on the industry, but each case must be evaluated individually.

Second, most of us want to know if paid media works! With Meta and other digital pixels, we can now track the impact of our ad spend in bookings and revenue, allowing us to optimize through the tactical actions driving the best results.

Third, there is always a lot of interest in what creative works. The best performing ad types are single images, slideshows, and carousels; But don’t put everything on one piece of creative. Consider A/B testing imagery, copy, and CTA buttons for future learnings.

Are there big shifts in 2022 with the cookies going away and IOS updates?

Yes, since the audiences are less tracked across channels (due to privacy updates), campaigns should focus on platform reach, adding first-party and relevant interested layers. Platforms have lost the capability of profiling consumers for performance, so the correct use of data is a key factor for success.

What information should be included in a social media report?

Always include Business and Media results. Business metrics most important are Bookings, Revenue, and ROI. Those are the final impact of advertising. Media metrics like engagements, CPE, link licks, CPL, Reach, CPM, Impressions, and CTR are all media KPI indicators that should be reported.

What will be the future impact of corporate distrust on social media content?

A report recently issued by Morning Consult states that trust is the most important key for connecting with consumers and that emotional drivers rank very high in importance. That creates ample opportunity to optimize paid efforts to target previous property guests to drive awareness while potentially building brand advocacy.

James Parrinello, Creative Director

Which creative type performs best? Is video still the highest driver of engagement?

Instagram has confirmed its algorithm will continue to prioritize video content, making Reels more discoverable across new audiences and existing followers. They’re a great way to repurpose existing video content and humanize & add personality to your brand. BCV clients see a 31% lift in engagement from video on Facebook. When using video content in paid media, clients also see a 12% increase in click-through rate.

What’s the best way to balance content production for all the various features in social media?

One of the keys to maintaining a good mix is recognizing video’s significance. For instance, Instagram’s adjusted approach to Reels is a testament to the importance of video. BCV recommends creating more quality content to be posted alongside images on all platforms. Long-form videos can be repurposed to create smaller, bite-sized video clips for Instagram, and these video clips can also be repurposed as Reels on Instagram.

What content would work for TikTok (especially luxury resorts)?

TikTok users love to discover – places, products, trends, tips, etc. Although content is largely viral videos and remixes, users seek inspiration and education. Your hospitality account should utilize TikTok if the target audience is a proper fit.

TikTok can be key for discovery among a younger demographic. Use TikTok trends to understand what resonates with Gen Z and inform content across other platforms.

Best-performing content typically features a human element or shares a first-person point-of-view. Music and sound are important elements; utilize TikTok’s extensive song library and provider licensing integration to plus up content.

Looking Ahead Means Booking Ahead

A Note from our General Manager

First of all, I want to wish everyone a Happy New Year filled with a sense of persistent optimism. I also want to share some thoughts on the trends currently driving successful hotel social media programs–which gives us at BCV many reasons to be very positive about the coming year.

1. The Extended Surge in Revenge Travel. After lockdowns and variants kept us all close to home, people want their vacation time and experiences back! Everyone is traveling–and customers and hotel staff alike need to rally around safety and community to ensure that awesome experiences and travel opportunities can get back to pre-Covid levels. Hotel social media programs will play a pivotal role in connecting properties, people, and possibilities.

2. Media Choices Must Drive ROI. At the moment, every property is concerned with putting heads in beds. Choosing which social channels to leverage means a tough look at the ROI potential of each social network. Instagram and Facebook have proven, sophisticated targeting to reach people who are shopping and booking. A less mature channel like TikTok that is focused on influencers and a younger audience might not be able to drive the immediate booking and revenue needed.

3. The Continued Boom in Short-Form Video. Video today is more than just YouTube. Video Stories are an integral part of social engagement. They are a must-have. But don’t forget the importance of quality video production featuring signature experiences. With more video being shot, quality definitely counts. It’s not enough to be better–you have to look better too. And video is the best way to do that.

4. The Mainstreaming of  Influencers. TikTok and influencer marketing have quickly evolved. Professional influencers and social networks are developing new products to help show value. The tools to evaluate the performance of these programs are rapidly improving. Brands that understand how to execute an influencer strategy that fits their business and their audience will enjoy increased reach and perceived value.

5. Proper Execution of Virtual Reality and Augmented Reality. VR and AR represent very different opportunities. The strength of VR lies in how it takes you to a hotel property that might not even be built yet. That makes VR a powerful option for showcasing pre-openings or unique locations where a property will be built. AR, on the other hand, enhances the context you are already in. AR uses overlays to point out different features, different rooms, interactive maps, and more. Both can add a blend of utility and ‘cool factor’ to your marketing mix. And as you’ll see in the next section, cool factor might just pay off.

6. The Creation of New Revenue Streams. Beyond increased bookings, savvy properties will explore and expand the ways in which they create incremental profit. Social eCommerce is a fast-emerging source, and has increased over the last year. FB and IG have made it easier by integrating social eComm directly within their apps. Social eComm can be used for booking, seasonal offers or flash sales. But the real opportunity is to leverage the luxury and prestige of a property and its location by offering branded gear, experiences, or packages.

7. The Secret Weapon of a Superior Staff. Luxury is tied to service. But right now, and for the rest of 2022, there will be an ongoing challenge to deliver luxury experiences with up to 1/3 less staff. The staffing shortage is real, and that means the team you have and the systems in place must focus on providing a stellar experience–even when short-handed.  Making sure you get it right now will go a long way to building repeat business.

I sincerely hope these thoughts help you start thinking about how to take advantage of the many opportunities in hotel social media marketing. At BCV we help luxury hotels with their social media and would love to talk to you about your social marketing plans for 2022. Have a safe, happy, and adventurous New Year!

The benefits of a pre-opening social media campaign are totally worth the effort. Social is the perfect place to build an audience, share teasers, generate early room bookings and build out a loyal following. You’re excited about your property. Share that enthusiasm with future guests and build into the launch–starting now.

The ultimate goal of a pre-open social media campaign is to garner awareness. You want to do everything possible to help your hotel make a splash on it’s grand opening. There are several content strategies to drive interest and excitement ahead of opening.

Social Pre-Open Strategies Can Be Scrappy

A pre-open strategy is a three-tiered content approach.

  • Phase one is the teaser phase. The priorities during this phase are building buzz, gaining and maintaining momentum and managing online conversations.

  • Phase two is the reveal phase—this phase focuses on activating strategies and driving reservations.

  • The third phase is what we’d consider to be the celebration phase. This is when the hotel is opened, guests are experiencing the new property first-hand and we’re able to start implementing a user generated content strategy.

Show Your Stuff with Pre-Opening Images

  • Sharing renderings during the pre-open phase is a great starting point.

  • Detail shots like a close up of a chandelier or wallpaper pattern show off the aesthetic you’re going for.

  • Consider animation or movement to the photo to snap things up.

Content Program Considerations

  1. It’s incredibly important to schedule a social-friendly, lifestyle content shoot as soon as possible when the hotel is finished so we can ensure we’re only using accurate images to portray the space post-opening.

  2. Destination content is another important element in our content strategy both pre and post-open. Focus on telling the entire story of what a stay looks like as opposed to only focusing on the hotel spaces. Think of how you can  get the local community, influencers & media involved.

  3. Remember to include  the local community and invite them to come enjoy the hotel, whether it’s by visiting one of the media outlets, or by booking a staycation.

The Power of Influencers

Influencers are a great way to get the word out about the hotel and grow our audience.

  • We recommend partnering with influencers during the celebration stage of the pre-open strategy.

  • Strategically select influencers that are in line with the hotel’s target demographics (family travel, couples getaway, etc.)

  • By partnering with an influencer, you’ll gain exposure to his or her followers and it’s a great way to grow your following organically. Influencer partnerships are also a great way to build up your content library.

  • We recommend inviting the influencers for a complimentary stay and requesting any content captured be shared with the hotel for future use.

The Performance of Paid Social Ads

For brand new properties, we recommend a community building ad on Facebook to generate fans. Run this campaign until you reach a fanbase of 3k. Top priority for both Facebook and Instagram will be Post Elevation campaigns. These campaigns boost your content to a targeted audience of existing and potential followers to increase reach and engagement. As you’re closer to opening and special offers have been confirmed, we recommend implementing various Website Click campaigns. These can run in Facebook or Instagram feed and Instagram stories. This ad type allows you to drive people back to the website and encourage bookings. If budget allows, we also recommend implementing a Reach campaign to drive foot traffic and awareness to the property and its outlets.

Conclusion: It’s Never Too Early to Start Pre-Opening

Whether you’re building, renovating or reimagining a property, that physical work takes months. The same can be said for your digital marketing. Leveraging the visual power of Instagram and Facebook, there are many ways to establish a foundation, build an audience and show off your flair over time. The importance of starting social in synch with the property timeline has never been more opportunistic. Let’s get started!

For more information check out these resources!

In a global business like hospitality, it’s common to serve clients on multiple continents. For us at BCV, our focus was on customized social media solutions for some of the world’s most notable hotels and resorts across North & South America.

So, when we kickstarted our India operations in September 2019, there was one overarching objective: to stay true to who we are and what we stand for. To translate our decades-long history of delivering marquee campaigns for top hospitality brands into a new market, we balanced our core philosophy with the cultural differences and market dynamics that each of our clients operates within.

As we hit the 2-year mark in India, we are proud to say that we are trusted partners with some of the world’s best resorts across Maldives, Bali, Thailand, and UAE. We have seen phenomenal growth with our organic and paid efforts across our entire client dashboard.

As we continue to expand our services worldwide, we wanted to pause for a moment and share what we’ve learned about building social success strategies that apply to hospitality brands worldwide. With creativity, patience, and plenty of strategic planning, there’s no limit to your social media success.

Crafting a Geographically Relevant Social Success Strategy 

To be successful, we prepare a customized social strategy based on the location, the target audience, and the specific business objectives of the brand. Within that context, we can define a geographically relevant content strategy that helps clients achieve their business priorities.

When defining a geographically relevant strategy, there are 8 key learnings that keep our strategies aligned with current trends:

Put Video First. Video is an essential part of any social media strategy worldwide. Major platforms like Facebook, Instagram, and Tik Tok have put video front and center for most social media users. With countless regional players further engaging users with video-first platforms, we only see rising video content consumption. With video consumption increasingly on mobile phones, that must prominently feature any social media strategy.

Deliver Value. When creating content for your social media, it’s about quality over quantity. Focus less on frequency and more on how to provide value to your audience. That value could be entertainment, distraction, inspiration, or even promotional, such as a discount on a future stay. To engage audiences with a value-first mindset, develop more content around the destination. With travelers seeking local experiences first and foremost, this type of content is essential — and an easy conduit to  inspiring followers within your social media feeds.

 Focus On Wellness. Travelers aren’t only looking for unique experiences to make up for lost time. They’re also seeking escapes from the past 18 months — especially the pandemic’s lasting emotional and physical effects. With wellness understandably top-of-mind, “recharge,” “restore,” and “reset” are watchwords for the foreseeable future. Other wellness themes, such as immersive, sensory, and mindful travel are also growing in popularity. To appeal to the wellness traveler, enrich your social channels with wellness-related content.

Shift USPs As Needed. Like adaptations to the traveler’s desire for more wellness opportunities, be prepared to shift the USPs that you’re highlighting with the changing needs and times. Something based on the local market – and the travelers that you’re hoping to reach. Segmentation is key here.

Go Micro. Influencer marketing remains as important and relevant as ever. In many ways, people staying at home developed even deeper affinities for their favorite online influencers. But that doesn’t mean that you have to splash out a big budget for macro influencers. Micro influencers, which have small but engaged followings, are potent voices. Allocate the budget to invest in this valuable cohort of influencers, and you’ll continue to see more growth across your social media platforms.

Deploy Advanced Analytics. The proliferation of new social platforms across different mediums can make tracking performance and aligning strategies across platforms. Advanced social media analytics is essential to keep up with recent trends, keep your brand’s community engaged, measure ROI and have a clear picture of your brand’s presence on all platforms.

Invest In Rich Imagery. When it comes to brands with such breathtaking backdrops, as many of our resort partners in APMEA do, it’s all about the imagery. Incorporate rich hotel and destination imagery and video that guides guests throughout the travel planning journey and brings your hotel experience to life. Captivating images and editorial content keeps potential guests connected to your hotel, its destination, and any unique experiences on offer. Since consumers are searching for more experiential packages and offers, rich imagery will showcase your property at its best.

Be Flexible & Transparent. The customer journey has changed. In June, it took a customer 5.4 days on average to complete a booking from their 1st website visit. That’s more than a 5x change in booking behavior. It means that the consumer needs a lot more reassurance and guidance before committing to a purchase. Build trust by sharing your flexible cancellation policies on social – and transparently explaining your property’s standards of cleanliness, such as daily housekeeping and other preventative measures.

Looking Ahead

As we continue to serve new audiences and geographies worldwide, we’ll continue building bespoke strategies based on different consumer needs/hotel objectives. We’re also evolving our approach to social media to be resilient and adaptable in the face of uncertainty.

In the past, marketing and communication leaders worried about typical scenarios: those affecting the brand’s reputation, operations, leadership, or employees. Today, the ability to adapt quickly to fluid situations has become critical. Social media plays a significant role in connecting and communicating with guests. It’s the fulcrum to fostering deeper connections, providing empathetic customer care, and creating lasting brand loyalty.

Leading with empathy, understanding, and sensitivity to our customers helped serve our clients well – and will continue to drive our efforts into the future!